The Psychology of Direct Mail and the Promise of Color
Good news for direct mail: Research reports that mail offers mental benefits to recipients and that people look forward to receiving it. According to the USPS Market Research and Insights Report, “COVID Mail Attitudes,” 65% of consumers surveyed said that getting mail lifts their spirits, with 54% indicating that mail helps them feel more connected. (More than 1,000 adults participated in the online survey.)
Other studies support the notion that today’s consumers like mail. Even Gen Z, notoriously saturated in digital media, loves the special feeling of receiving personally addressed print. Meanwhile, Millennials likewise prefer print ads; they find them more reliable and take the time to read them.
These findings are significant in the age of digital fatigue, when digital ads are more costly and less effective than ever.